All Virtual Assistants know the importance of a call to action (CTA) and many of us are using them on our own websites, social media channels and marketing materials.

But how effective are they?

If you’re struggling to convert your website visitors or social media followers to take your desired action, all that may be needed are a few simple changes.

Luckily for you, there are techniques already tried and tested by some of the leading analytical companies for you to nab that could make your CTA more successful.

1. Review the copy of your CTA

First thing’s first, take a look at your current copy and figure out what can be changed to improve it. I’ll guarantee you’ll find something.

Depending on what your existing copy is, here are some examples to enhance it:

  • Speak in the first person. It’s proven that conversions are higher when the copy is written as the person reading it. So see if your CTA completes the sentence beginning with “I want to …”

For example:

Be more productive” – a CTA telling small business owners to download your free productivity ebook.

Get support today” – a simple CTA telling business owners to reach out to you to get the support they need today.

Be more organised” – a CTA with a link through to your latest blog article ‘How to be more organised and get more work done.’

End my finance nightmare now” – a quirky CTA telling business owners to reach out to you, a bookkeeper, rather than get more and more frustrated trying to figure it out alone.

You get the idea. Think about the service you provide and the result of the action you want that person to take, then come up with the appropriate CTA.

  • Be specific. I know I’ve said this before, but it’s amazing how many CTA’s aren’t specific or clear. Keep your copy succinct and direct to avoid any room for misinterpretation.

For example:

learn more about my services” – this isn’t a strong CTA at all. Potential clients don’t want to have to do the work themselves. They want you to sell you and your business to them, otherwise they’ll look elsewhere.

By changing the message slightly, the CTA is so much stronger and specific:

Here’s how I can reduce your workload pressure today” – this CTA shows empathy with the reader and entices them to go one step further and find out more about how you can help.

  • Too many CTA’s? Your website or social media broadcast should only have one CTA per page / post. No more. Anymore and you start confusing the person who’s landed on your site as to which to choose, and more importantly you could put them off taking your preferred action.

Stick with one.

If you have more than one, create different sections of your website to contain them and use different social media posts to promote them.

2. Review the colour of your CTA

It’s proven that CTA’s which are displayed in a different colour stand out more and therefore, by the law of averages, have a higher conversion rate.

Most website templates automatically display link text in a different colour. But how obvious is yours? If it’s not, change it. Make sure it stands out from the other text clearly.

Here’s a few examples of how this works – one strong, obvious CTA:

Zendesk CTA3

Freshbooks CTA


And if you have package options for your services, make sure your preferred package stands out amongst the others such as this example from Zendesk:

Zendesk Package offering

3. Review the location of your CTA

What’s the cardinal sin when creating your website and adding a CTA? Never put your CTA below the fold.

Never. Never. Never.

Even if your page copy continues, don’t leave your CTA to below the fold. It’s 100% okay to duplicate a CTA – the same CTA that is – rather than place it below the fold, and only below the fold.

Where’s your CTA located?

4. Review the design of your CTA

It’s also okay to experiment with the design of your CTA. The more you can make it stand out and look appealing, the more likely you’ll find it converts.

If you decide to use a banner or button to display your CTA for maximum stand out, try different colours, fonts, font sizes and images within it. It’s also worth split testing it to see which has the higher click-through rate.

Just because you’re a VA, doesn’t mean you can’t get a little creative on your website and social media channels too!

Try it out and let me know if you see better results.